Evaluating the new Google AdWords tool

Posted on September 20, 2013


If social media reaction is any sort of gauging mechanism then very few people, it would appear, have embraced the new Google Keyword Planner.

One of the main grumbles is that the planner has no match data for searching volume. It has also been pointed out that there is no global vs. local monthly search facility, no device targeting, and the option to filter closely related terms has disappeared. However, critics of the tool may find themselves pleasantly surprised if they take a step back and look at the bigger picture.

There are more options to search for locations and geographical regions, enabling SEO companies to be extremely precise when gathering keyword volume data. Previously, there had only been the ability to look for keywords at country level.

The new tool allows users to look at towns and cities for more accurate estimations. This attribute brings its own merits as there is now the ability for companies which want to target their local markets to implement more tailored strategies to reach their desired audiences. This also makes identifying popular locations much easier.

The ‘exact match’ feature is also an improvement on the previous ‘broad match’ offering, as it means that variants are no longer included in the results given from Google.

Users can also benefit from the ability to multiply one keyword with others – very handy when testing new keywords.

The new tool certainly has its merits, particularly for those who work within SEO and online marketing companies as it allows for more in-depth and accurate research.

John Murray

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